No two agencies are alike. In a recent article for Forbes Business Council, Aker Ink CEO Andrea Aker shared key factors executives should assess when weighing their marketing agency options.
Andrea underscored the importance of looking beyond the expense, encouraging leaders to consider an agency’s objectives, specializations, account team dynamics, involvement of senior talent, culture fit, communication style, reporting tactics and more.
“While cost is always top of mind, it should never be the sole factor in forging a partnership,” Andrea said, “Especially when brand awareness, leads and thought leadership are on the line.”
Additionally, she offered examples of targeted questions organizations should ask prospective agencies, from how they determine which strategies to employ and when, to how they measure whether a campaign is working — and what actions are taken if it’s not.
“The right agency partner can serve as a true growth catalyst,” Andrea said, “By thoroughly vetting a range of agencies, business leaders gain a clearer picture of what’s possible and which team is best aligned with their needs.”
